Deliveroo has celebrated the weird food rituals people have during the festive season in this 30-second spot.
Created by Pablo, “The rules are, there are no rules” opens with a woman answering her door in her pyjamas to a Deliveroo driver because she has ordered some mince pies for breakfast.
The voiceover says: “It’s that time of year again where everyone knows that anything goes.”
The ad then dives into all of the strange things people do in terms of their diets when the festive season rolls around, from putting Brussels sprouts on everything (even pizza) to gravy madness.
It supports people’s choices to order a Cantonese feast on Christmas Eve, unwrap some wraps under the tree and give Santa what he really wants – even if it’s tacos.
It was directed by Watts through Stink Films and created by Charlie Gee and Tian Murphy.
Caroline Harris, vice-president of marketing at Deliveroo, said, “We wanted to celebrate all the traditions, quirks and festive rituals that our customers have, no matter what they fancy and whenever they fancy it,”
“Listening to our customers gave us great insight into the ‘Anything goes’ mentality during this season, when the rulebook is there to be broken and we can toast to eating a mince pie for breakfast or adding Brussels sprouts to every single meal, if that’s what makes you tick…”
“The rules are, there are no rules” builds on Deliveroo’s brand platform, also created by Pablo, “It’s all on your doorstep”.
“It’s all on your doorstep” launched with some mixed media films, spotlighting the vast amount of choice available on the food delivery service.
The Christmas spot will run on TV, radio, PR, social and digital across UK and Ireland throughout the festive period.
Media planning and buying was handled by Initiative.
Dan Watts, executive creative director at Pablo, added: “If you want a doner kebab for pudding or an ice cream for breakfast then you can. Why? Because Christmas says so. Absofestivelutely anything goes during the festive period. And your local restaurants via Deliveroo are here for it. Whatever ‘it’ might be.”
First appeared in Campaign UK
